Dive Brief:
- Heineken has launched a new ad campaign to popularize the Heineken Light brand and its money-back guarantee in time for the summer. The campaign will run through August's close.
- According to Progressive Grocer, the campaign will include "Best Tasting Light TV spots, in tandem with digital activations thought partnerships with Ibotta and Bazaarvoice, which provide special offers to incentivize purchase" as well as short videos created with The Onion.
- The campaign will also be featured in grocery, liquor, mass, and club stores throughout the country via in-store signage and sampling events.
Dive Insight:
Heineken has already seen success with its original campaign featuring Neil Patrick Harris and his confusion over how to sell the money-back guarantee without tripping over legal technicalities. The money-back guarantee backs Heineken's confidence in the flavor of Heineken Light and will be honored for legal drinking age consumers wherever such an offering is legal.
Featuring celebrities in ad campaigns is nothing new for the industry, and while certain ads can prove hits like Harris's, others may find themselves in a heap of controversy.